Think about how you use Google. Do you write in whole sentences, or do you type in a selection of keywords and let Google’s “brain bots” do the heavy lifting for you? Most people, including ourselves, do the latter. This use of “key words” is where keyword research comes in. You need to know what keywords are of being searched for and which ones are not.
Keywords come in lots of different varieties. One of their critical identifying factors is their “difficulty,” referring to how hard it would be to rank on Google using these keywords.
For instance, let’s say that you’re a BMW dealership in Salt Lake City. There’s almost zero chance that you will move to the front page, or anywhere close to it, using the “BMW” search alone. Doing this will always bring up the company’s homepage, or corporate social media pages, a Wikipedia page, etc. And, since your BMW dealership will never outperform the BMW corporate digital marketing efforts, it is a tough keyword by which to try ranking your business. Instead, try to target “used BMW Salt Lake City,” and you’ll be able to rank!